Embed Size (px)
Citation preview
April 15, 2023
Discover Create ConnectThe Social Web + Crisis 5th Annual Social Media Law ConferenceJune 8, 2015, Toronto
Negative sentiment posted on social by a user that requires a reaction from the company
Social Media Issue
A negative social media issue that is amplified broadly and receives online and offline media attention
Social Media Crisis
Retain or recover:
1. Corporate reputation
2. License to operate
3. Social license to
operate
SM Crisis + Issue Management
Social Web Issues | Crises
Fast + furious + formidable
6
The social web makes issues more frequent
and potentially damaging for
reputation
Features of the social web issue/crisis
Presumption of guilt
Expectation for empathy
Information Asymmetry
Lack of context
Scope, scale and reach are broad and deep
ImmediateIntense
The Social Web Issues | Crises
Usually our own fault
“Nothing is funnier than unhappiness, I grant you that. Yes, yes, it’s the most comical thing in the world.”
Samuel Beckett
Why do they do this shit?????
Why do they do this shit?????
Reddit meltdown
An ‘AMA that went sideways for a politician . . .
http://www.dailydot.com/politics/paul-alves-toronto-ama-rob-ford/
Smucker’s smacked
Removing comments opposing its stand on GMOs from its Facebook page . . .
#hashtag #fail
Trying to highjack a hashtag . . .what were they thinking?
#hashtag #fail — 2
Seaworld sinks fast with ill-advised #AskSeaWorld
Even emojis can be minefields
Apple releases new ‘diverse’ emojis . . . what were they thinking?
Oh politicians . . . .
Rand Paul’s website becomes Twitter target
And magazine editors . . . .
Is insensitivity endemic in publishing world (Think Justine Sacco)?
And just plain lame
Sometimes brands are lucky their silliness only causes groans . . .
Risk Management | Risk Mitigation
Success isn’t that tough
Not a good strategy
How you respond will affect. . . ReputationMarketing strategyCustomer confidenceTrust
Successful social risk mitigation requires:
1. Listening
2. Knowing social ‘rules’
3. Understanding the social context
4. Being willing to make quick decisions
5. Being comfortable with chaos
6. Having patience to wait out the worst
7. Defining clear rules of engagement
8. Helping executives understand social
April 15, 2023
Surviving
Be human | be creative
Timeliness
“Dance first. Think later. It’s the natural order.”
Samuel Beckett
Responsiveness (Listen and Inform)
“Words are all we have.”
Samuel Beckett
Remove Offense
“Out, damn’d spot! Out, I say!—One; two: Why, then ‘tis time to do’t”
Macbeth, Shakespeare
Sincerity, Honesty, Apology
“The fool doth think he is wise, but the wise man knows himself to be a fool.”
As You Like It, Shakespeare
“Never ruin an apology with an excuse.”
Benjamin Franklin
Address Misinformation
“In the landscape of extinction, precision is next to godliness.”
Samuel Beckett
Commit to a fix
“Ever tried. Ever failed. No matter. Try again. Fail again. Fail better.”
Samuel Beckett
Be human
“The fault, dear Brutus, is not in our stars but in ourselves.”
Julius Caesar, Shakespeare
Talk and show
“Love looks not with the eyes but with the mind.”
Midsummer Night’s Dream, Shakespeare
Are you ready?
Understand Twitter Instagram
Facebook Snapchat
Establish policies and protocols
before you need them
Learn social dynamics
Have your own platforms
April 15, 2023
Boyd NeilSVP and Senior Digital Strategist
www.boydneil.com@boydneil
Graphics thanks to http://blog.hubspot.com/marketing/75-free-stock-photos-im-ht
